Become known as an expert in your field

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Information about Become known as an expert in your field

Published on June 1, 2016

Author: dalethomasvaughn

Source: slideshare.net

1. BECOME KNOWN AS AN EXPERT IN YOUR FIELD with Dale Thomas Vaughn

2. As Seen On: Previous Speaking, Clients and Programming:

3. i i i i i i i i i i TIME BRAND 
 AUTHENTICITY 2003 20162010 Self-Doubt Systems
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4. YOU’RE IN THE RIGHT PLACE IF… ‣ YOU WANT TO RAISE YOUR PROFILE AND GROW YOUR INFLUENCE ‣ YOU'RE TIRED OF BEING YOUR INDUSTRY'S BEST KEPT SECRET ‣ YOU’RE FRUSTRATED BY SEEING LESS QUALIFIED PEOPLE WITH MORE NAME/BRAND RECOGNITION ‣ YOU’RE A DOER WHO NEEDS PROCESSES AND SYSTEMS THAT REALLY WORK - NOT HOCUS POCUS

5. YOU DON’T HAVE TO WAIT A DECADE (OR MORE)

6. I built a system

7. 1. UNDERSTAND WHAT MAKES YOU NEWSWORTHY 2. CREATE YOUR UNIQUE KEY MESSAGES 3. BUILD YOUR TARGETED MEDIA LIST 4. THE NUMBERS GAME: PITCHING 5. DELIVER GREAT MEDIA

8. Washington Post 26 April 2016 (EST.) MONTHLY VISITS: 220M (EST.) COVERAGE VIEWS: 132K DOMAIN AUTHORITY: 96  210 Generated for FREE at Coveragebook.com. Remove this comment and add your own insights & analysis by upgrading at coveragebook.com/pricing

9. Glamour 11 May 2016 (EST.) MONTHLY VISITS: 9.76M (EST.) COVERAGE VIEWS: 15.3K DOMAIN AUTHORITY: 89  3 Generated for FREE at Coveragebook.com. Remove this comment and add your own insights & analysis by upgrading at coveragebook.com/pricing

10. Howard Stern 03 May 2016 (EST.) MONTHLY VISITS: 976K (EST.) COVERAGE VIEWS: 5.34K DOMAIN AUTHORITY: 61  3 Generated for FREE at Coveragebook.com. Remove this comment and add your own insights & analysis by upgrading at coveragebook.com/pricing

11. TODAY’S AGENDA TODAY WE’LL COVER 1. HOW TO SYSTEMATICALLY RAISE YOUR PROFILE THROUGH EARNED MEDIA. 2. HOW TO PREPARE YOUR NEWSWORTHY MESSAGES AND PITCH THEM. 3. HOW TO GET BOOKED TO SPEAK IN FRONT OF THE RIGHT AUDIENCES FOR YOUR BUSINESS. BONUS: HOW I SELF-PUBLISHED 5 BEST- SELLING BOOKS TO RAISE MY PROFILE

12. HOW TO SYSTEMATICALLY RAISE YOUR PROFILE THROUGH EARNED MEDIA.

13. 1. UNDERSTAND WHAT MAKES YOU NEWSWORTHY

14. These are basically the 5 areas of newsworthiness… find the one(s) that fit you the best! Source: BiteSizePR What Makes You Newsworthy? Timely Timely stories are current. While the story topic doesn’t have to be “breaking news,” it should offer something new or tie into a current event in order to be considered timely. Look at the calendar… what upcoming holidays could you tag yourself onto? Significance Significance is how and whether the story affects its audience. How is the story relevant or interesting? Does the story relay events or information that will impact its audience? Are there a large number of people who are affected by the story? First, Biggest, New Angle on something everyone knows/uses…

15. Source: BiteSizePR Timely Timely stories are current. While the story topic doesn’t have to be “breaking news,” it should offer something new or tie into a current event in order to be considered timely. Look at the calendar… what upcoming holidays could you tag yourself onto? Significance Significance is how and whether the story affects its audience. How is the story relevant or interesting? Does the story relay events or information that will impact its audience? Are there a large number of people who are affected by the story? First, Biggest, New Angle on something everyone knows/uses… Proximity Proximity generally refers to geographical proximity but can also apply to social or cultural proximity. Events that occur locally or nearby will always have more significance. Can you be a local hero, David v. Goliath story, or homecoming story?

16. Significance Significance is how and whether the story affects its audience. How is the story relevant or interesting? Does the story relay events or information that will impact its audience? Are there a large number of people who are affected by the story? First, Biggest, New Angle on something everyone knows/uses… Proximity Proximity generally refers to geographical proximity but can also apply to social or cultural proximity. Events that occur locally or nearby will always have more significance. Can you be a local hero, David v. Goliath story, or homecoming story? Prominence Famous people get regular news coverage simply by virtue of being well-known. Readers and viewers are interested in celebrity, and because of this interest, famous people are newsworthy. Can you compare your story to a celebrity story?

17. Proximity Proximity generally refers to geographical proximity but can also apply to social or cultural proximity. Events that occur locally or nearby will always have more significance. Can you be a local hero, David v. Goliath story, or homecoming story? Prominence Famous people get regular news coverage simply by virtue of being well-known. Readers and viewers are interested in celebrity, and because of this interest, famous people are newsworthy. Can you compare your story to a celebrity story? Human Interest Basically, human interest is the catchall criteria for all other stories that will be interesting to an audience. Stories that are unique, compelling, inspiring, amusing, or otherwise have emotional impact or appeal will meet the standard for human interest. © Dale Thomas Va

18. TEXT

19. Prominence Famous people get regular news coverage simply by virtue of being well-known. Readers and viewers are interested in celebrity, and because of this interest, famous people are newsworthy. Can you compare your story to a celebrity story? Human Interest Basically, human interest is the catchall criteria for all other stories that will be interesting to an audience. Stories that are unique, compelling, inspiring, amusing, or otherwise have emotional impact or appeal will meet the standard for human interest. © Dale Thomas Va

20. BE AUTHENTIC BE CLEAR BE YOU Dale Thomas Vaughn

21. WHY DOES CLARITY AND AUTHENTICITY MATTER?

22. 2. CREATE YOUR UNIQUE KEY MESSAGES

23. Key Messages  “What is Cuddlist.com?”  1. A Cuddlist is a trained, certified cuddle therapist ​who you can hire to help you unlock  the natural stress­relief and anxiety­reducing systems built into our biology.     “Why is this important?”  2. “At Cuddlist, Our Mission is to…” offer a safe way to engage the healing power of  intimate non­sexual touch in a touch­isolated society.   We’re touch­deprived, and most of us don’t even know it consciously. All we know is that  there’s loneliness and stress and a deep sense of missing out. We feel this because  there’s a biochemical yearning for something that is missing in our lives. And there is  something missing: touch and the connection with others that it fosters.    “Does it really work?”  3. “I’d like to talk about...”​ the proven benefits of Cuddling.   Cuddling is so good for you in so many ways. We are biologically hard­wired to need  cuddling. In fact, cuddling triggers the brain to fill your blood stream with the  happiness­inducing hormone “oxytocin," which scientists actually call the  “Cuddle­Hormone.” Physiological benefits of oxytocin are well­documented, touch really  is a need like sleep, food and water. If the body doesn’t get touch over time it suffers.    “What kind of clients do you get?”  4. “A Cuddlist might be right for you if…”  ● You feel (touch­deprived, stressed, anxious, lonely)  ● You are constantly nurturing everyone else, but you could use a little nurturing yourself  ● You’ve recently suffered a loss of a loved one or a breakup ­ and you need a safe hug  ● You’d like the benefit of cuddling without the challenges of sex or relationships  ● Therapy has helped you intellectually, but you still feel disconnected from your body  ● You feel numb for any reason.    “How does it work?”  5. Cuddlists are Safe, Confidential, and Well­Trained  When you choose to Cuddle, your ​safest​ choice is Cuddlist.com because our  practitioners have been certified to Cuddle Responsibly.    "If people want to get in on this, what do they do?"  6. Call to Action  ● If you want to become a Cuddlist, demand is on the rise, go to Cuddlist.com to enroll in  our next class  ● If you’d like to try Cuddlist, Go to Cuddlist.com to connect with a cuddlist near you.   

24. HOW TO GET BOOKED TO SPEAK IN FRONT OF THE RIGHT AUDIENCES FOR YOUR BUSINESS.

25. BONUS: HOW I SELF-PUBLISHED 5 BEST-SELLING BOOKS TO RAISE MY PROFILE

26. 3. BUILD YOUR TARGETED MEDIA LIST

27. 4. THE NUMBERS GAME: PITCHING

28. chicagotribune.com 26 April 2016 (EST.) MONTHLY VISITS: 31.8M (EST.) COVERAGE VIEWS: 27.9K DOMAIN AUTHORITY: 94  61 Generated for FREE at Coveragebook.com. Remove this comment and add your own insights & analysis by upgrading at coveragebook.com/pricing The Good Men Project 24 February 2016 (EST.) MONTHLY VISITS: 3.88M (EST.) COVERAGE VIEWS: 10.5K DOMAIN AUTHORITY: 72  4.8K  13  43 Generated for FREE at Coveragebook.com. Remove this comment and add your own insights & analysis by upgrading at coveragebook.com/pricing Washington Post 26 April 2016 (EST.) MONTHLY VISITS: 220M (EST.) COVERAGE VIEWS: 132K DOMAIN AUTHORITY: 96  210 Generated for FREE at Coveragebook.com. Remove this comment and add your own insights & analysis by upgrading at coveragebook.com/pricing Gla 11 M (EST.) MONTHLY VISIT (EST.) COVERAGE VIE DOMAIN AUTHORITY:  3 Generated for FREE at C this comment and add yo by upgrading at coverage Small Business Big Marketing 21 March 2016 (EST.) MONTHLY VISITS: 13.4K (EST.) COVERAGE VIEWS: 950 DOMAIN AUTHORITY: 42  120  13 Generated for FREE at Coveragebook.com. Remove this comment and add your own insights & analysis by upgrading at coveragebook.com/pricing SoundCloud 23 December 2015 (EST.) MONTHLY VISITS: 378M (EST.) COVERAGE VIEWS: 384K DOMAIN AUTHORITY: 93  1 Generated for FREE at Coveragebook.com. Remove this comment and add your own insights & analysis by upgrading at coveragebook.com/pricing Howard Stern 03 May 2016 (EST.) MONTHLY VISITS: 976K (EST.) COVERAGE VIEWS: 5.34K DOMAIN AUTHORITY: 61  3 Generated for FREE at Coveragebook.com. Remove this comment and add your own insights & analysis by upgrading at coveragebook.com/pricing

29. 5. DELIVER GREAT MEDIA

30. EXECUTIVE SUMMARY 
 OBJECTIVE Cuddlist offers a safe way to engage the healing power of intimate non-sexual touch in a touch-isolated society.
 GOALS 1. Attract new subscribers (trained cuddle therapists) 2. Attract new clients (paying consumers) 3. Educate the public about the “healing power of intimate non-sexual touch” SOLUTIONS A multi-phase strategy to generate traffic/demand. Targeted outreach in phase 1, larger scope in phase 2. 1. Focus on lead generation system to attract target lead quantities for phase 1. 2. Build media relationships for phase 2. PROJECT OUTLINE Phase 1: NICHE - Attract localized, highly qualified leads through small events, online marketing, and social media. • Content Development: Hone key messages, coach spokesperson on delivery, create pitch verbiage & visuals • Social Media: develop target avatar using Facebook insights, create full social media campaign (via Buffer) • Online Events: Host Pre-Cuddle virtual events (via Blab) to grow followers, Social Media push, FB Ads • Partnerships: Determine target partners (healers/therapists/concierges), create referral program, invite • Local Events: Host localized tangible events with event marketing campaign • Blog tour: invite/connect with top 10 blogs in avatar’s feeds (MindBodyGreen, EliteDaily, GoodMenProject, etc.) Phase 2: MASSES - Attract larger audiences through mass media • Media tour: Create newsworthy pitch with visuals and props, call morning show producers in key markets • Network: Contact all therapeutic and holistic conferences held in NYC in 2016 with offer to host cuddle events Monthly Continuing Retainer (if desired) • Cuddlist Marketing Training Program: Train Cuddlists to market themselves • Web Development: SEO and RSS backlinks created via content partnerships with blog relationships • Inbound Marketing: Develop ongoing social content to attract incoming leads more regularly • Expand Media Tour: Bring news pitch to expanded marketplaces
 DALE THOMAS VAUGHN Communication Strategies 3-5 Key Messages + Call to Action What makes you newsworthy? © Dale Thomas Vaughn What are your vehicles? Who is your audience? Name your ideal client/consumer… let’s say their name is Pat… what do they do on weekends? Income, Interests, Identity? Pro tip: Use Facebook Advertising Insights to narrow this down. Circle the vehicle below you want to ride to your celebrity ball. Local TV Morning News Radio Podcasts Blogs Newspapers Magazines Web TV Shows Social MediaBlab/Periscope Visual Auditory Print 1. “What is your topic?” 2. “Why is this important?” 3. “Does it really work?” 4. “What kind of clients/stories do you see/hear?” 5. “How does it work?” "If people want to get in on this, what do they do?" Don’t Worry! I have Templates and Exercises
 for All of This

31. This is Great! How do I take it home with me?

32. MENTOR WHAT TO LOOK FOR IN A MENTOR ▸ Pick one mentor, roll up your sleeves, and get to work ▸ Do they have a specific and proven strategy? ▸ Do you TRUST them? ▸ Do they support you in being guided by your “source?" ▸ Do they have what you want in a specific area? ▸ Do they inspire you? ▸ Are they still relevant?

33. THE FIRST 5 PEOPLE WHO QUALIFY.

34. docs.google.com/a/nextgent.com/forms/d/1NCLpXG_pnA0r7etAHmYdNjMfgpnfZMizm4wRVuNS9is/edit         4. Read carefully, You must check all the boxes in order to be considered: * Check all that apply.  Today's talk really spoke to me. I don't want to settle. I want to become known as an expert in my field.  I am ready to have a frank conversation about building my goals and determining my best next action to yield the best results.  I know my current process is not supporting me in the best way possible, it's holding me back, and I'm ready to change that.  I have an "investing in myself" mindset ­ I invest the time, energy or money necessary to get the help I need.  I highly value this offer and I fully commit to showing up for my session with Dale ready to take action. bit.ly/rockthemediaapplication

35. MY MAIN OBJECTIVE

36. “HE PICKED UP OUR CONCEPTS VERY FAST AND SHAPED THEM WAY BEYOND OUR WILDEST IMAGINATION. WHAT A WRITER!! YOU GET 120% WITH DALE.” Doug Hughes, Productive Entertainment

37. DALE'S AN OUTSTANDING COMMUNICATOR - ONE OF THE BEST I'VE COME ACROSS IN MY CAREER. HIS UNDERSTANDING OF EARNED MEDIA AND STRATEGIC COMMUNICATIONS SETS HIM APART. Mark Holley, Method Schools WHAT’S POSSIBLE

38. DALE IS A GREAT COMMUNICATOR AND COLLABORATOR WITH A PERSONALITY THAT GLOWS WITH POSITIVITY. Wil Fernandez, VINTAGE 2014 WHAT’S POSSIBLE

39. BEWARE OF THINGS YOU’LL DO “TOMORROW” - START TODAY, NOW, IF YOU CAN, 
 AND YOU WILL NEVER ASK YOURSELF 
 WHAT COULD HAVE BEEN. DALE THOMAS VAUGHN WHAT’S POSSIBLE

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